Next Different helps Valigeria Roncato grow sales 14% with full-funnel strategy

Goals

Every traveler deserves luggage that reflects their journey—and for nearly 80 years, Valigeria Roncato has delivered on that promise with premium “Made in Italy” craftsmanship. As the brand entered the Q4 2025 peak season, they set their sights on ambitious growth: expanding their reach to new audiences, strengthening their presence in the Amazon store, and building a connected customer journey that would turn first-time shoppers into loyal advocates.

Valigeria Roncato partnered with Next Different, an Amazon Ads advanced partner and a full-service agency specializing in brand strategy, creative, media, PR, and insight-driven marketing. They established clear benchmarks—10% year-over-year sales growth, 80% new-to-brand acquisition, and measurable efficiency gains across the funnel. The vision was clear: shift from a price-focused narrative to a value-driven brand story, using insights from Amazon Marketing Cloud (AMC) to understand how upper-funnel activities influenced final purchases and to connect every touchpoint into a single cohesive experience.

Approach

Next Different used a full-funnel approach to help Valigeria Roncato exceed their growth benchmarks. They designed an integrated campaign using AMC as the central measurement and insights engine, with each stage of the funnel informing the next.

At the awareness stage, Next Different deployed interactive Prime Video ads that allowed viewers to add products to their cart directly via remote control—collapsing traditional funnel stages and introducing users into the consideration phase immediately. This meant Valigeria Roncato could reach new audiences with a compelling brand story and move them toward purchase in a single interaction.

For mid-funnel engagement, Amazon DSP with Performance+ optimization remarketed to users who had engaged with Prime Video content, bridging the gap between awareness and purchase intent with relevant messaging. At the conversion stage, Sponsored Brands video and Sponsored Products worked in concert to capture demand generated by upper-funnel activity, while brand keyword strategies helped Valigeria Roncato stand out from lower-cost alternatives.

AMC overlap analysis revealed that the vast majority of Prime Video-exposed conversions were from new-to-brand customers. This confirmed that video successfully engaged entirely new audiences, effectively nurturing them through the funnel to purchase. They identified high-performing Amazon Standard Identification Numbers (ASINs) as “hero products” to lead the acquisition strategy. By merging Performance+ automation with custom AMC Path-to-Conversion insights, Next Different created a closed-loop system. This transformed upper-funnel signals into qualified sales, shifting the focus from price to brand value and ensuring maximum efficiency throughout the Q4 journey.

Results

The full-funnel approach exceeded every benchmark that Valigeria Roncato and Next Different had set. Total sales grew 14.5% year over year—surpassing the 10% goal—while unit sales increased 19% year over year.¹ The campaign reached 2.1 million unique users, a 73% increase quarter over quarter, and drove 47,900 users into the consideration stage (+123% quarter over quarter).²

Conversions reached 1,819, a 135% quarter-over-quarter increase, with an 88% new-to-brand rate that exceeded the 80% goal.³

Efficiency improved across the board: cost per acquisition decreased 21.4% (against a -15% goal), and advertising return on ad spend (ROAS) improved 13.4% year over year.⁴ The loyalty stage grew 137% quarter over quarter with a 10.3% repeat purchase rate, demonstrating that the value-based positioning resonated beyond the initial transaction.⁵ The awareness-to-consideration rate improved 29% quarter over quarter, and time to conversion shortened by 11%—proving that a connected, insights-driven approach helps brands scale efficiently even in a crowded category.⁶

This success demonstrates that when advertisers want to reach new audiences, improve efficiency, or build long-term brand value, a full-funnel strategy powered by AMC insights can help connect every touchpoint to exceed growth goals.

Sources

^1-6 Valigeria Roncato, IT, 2025–2026.